A Case Study about Power of In-store Music and its Influence on International Retail Brands and Shopper Behaviour
Abstract: Retailers are finding it more and more difficult to differentiate their stores based upon the traditional components of the retail mix. Retail store elements such as colour, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process. Retail stores need to be much more than just passive places that display merchandise for sale. One of the key challenges for retailers is to constantly add value to their brand. Can this be achieved by adding new and innovative elements to their existing retail marketing mix? The emphasis has moved away from instore product displays, towards elements that excite the senses of shoppers. Elements such as flat screen videos, graphics, music, aromas, lighting and flooring tend to capture the brand image or personality and help to create a unique atmosphere and shopping experience.
Introduction: Creating the Wow! factor in the retail environment is becoming more and more difficult. Retailers are facing an increasingly competitive market and can no longer differentiate their stores only on the basis of product, place, people, price and promotion. There is a move towards the concept of „retailtainment.‟ This phenomenon, which brings together retailing, entertainment, music and leisure, has seen the emergence of concept stores like Nike Town, REI, Bass Pro and theme restaurants such as Rainforest Café, The American Wilderness Café and Bubba Gump. Retailers need to look further than the traditional retail store elements such as colour, lighting and visual merchandising to influence buying decisions. In-store music may influence the behaviour of shoppers and can increase the chances that a purchase will be made. Read more onInternational Retail Brands
A Case Study about Social CRM Connects Customers: Best Buy
Business Challenge: How does one of the leading electronics retailers in the world engage its audience, provide support, build advocacy, and provide recommendations across multiple channels, in a scalable and manageable way?
Solution: In early 2008, Best Buy took the initial step to begin engaging customers, publicly and transparently, outside of the traditional channels of retail stores and customer support (phone, email, and direct mail).The Best Buy team, which would ultimately become the Social and Community team, proactively monitored the blogosphere for customers in need of either customer service support or technical assistance and then helped resolve their questions or guided them to he answer. Keep reading..
Retail trade, barber and beauty shops, and medical care are important and diverse areas of the Service sector. These industries are large; they account for more than one-third of total Service sector employment and for almost one-half if government is excluded.
They are also repre- sentative in several respects. Many of the problems to be discussed in connection with retailing are also found in wholesaling and banking; the discussion of medical care has important analogues in education, religious and welfare services, and other professional services; and the lessons to be drawn from the case study of barber and beauty shops could be applied profitably to the study of laundry and dry cleaning and other personal services.
This case study gives insight into Walmart, a major global retailer’s possible entry into the Indian retail segment. The Indian retail industry is the fastest growing retail sectors in the world. Walmart plans its entry into Indian retail in partnership with Bharti Enterprises.
The Indian consumer as well as the major retail players are described. The effects and the difficulties of managing in turbulent retail environments is highlighted. The immediate effects of Walmart’s entry into India i.e. the effect on major foreign retailers on entry plans into India is detailed. Wal-Mart’s proposed investment in the venture is estimated at $100 million initially, rising to $450 million in a few years.Click here to read more…
Background: Momentum Instore has been providing retail marketing support to Sainsbury’s for over 13 years, including merchandising campaigns in flagship stores, existing and new stores. Its work for the retailer also includes support for convenience sites, store refurbishments, extensions, refreshments and ticketing.
One of its most recent projects saw Sainsbury’s commission the agency to provide retail marketing expertise for the extension and refurbishment of its Heaton Park store near Manchester. This is not only one of Sainsbury’s biggest stores to date, but also the largest grocery store over just one floor in the UK.
Overview: Manor AG is the largest department store chain in Switzerland, with stores in German Switzerland, Western Switzerland, and in Tessin. Each day, more than 200,000 customers visit one of the 75 department stores with more than 300,000 m² floor space. Roughly 11,500 employees holding approx.
100 positions are employed by Manor 85% of them on the sales floor. A modern IT infrastructure is a matter of course for the company. In October 1998, they introduced server based computing with Citrix MetaFrame. Unfortunately, the servers kept crashing. To find out why, Manor AG entrusted the experts at HewlettPackard (Switzerland) GmbH, a Certified Partner of ThinPrint GmbH, with an analysis.
Puma AG: Puma is an international company active in the design, development and marketing of a large range of sports and lifestyle goods. These include shoes, textiles and accessories. Sales in more than 130 countries are realised through a reliable network of partners.On the one hand, adpl-solutions had built up a great deal of appropriate know-how, and on the other hand the supplier network had been extended. The first samples were approved by Puma, so production was commenced.
Problem: Shopping bags with different designs and of varying quality were making it difficult to convey a coordinated brand identity for the LACOSTE stores in China, Korea and Japan. It was discovered that these differences were being caused by the geographically dispersed production locations.
For instance, for the Chinese market, bags of the most basic quality were being produced locally at a low cost. For Korea, bags of average quality were also being produced locally, but at a very high cost. The Japanese LACOSTE stores were using highquality bags made in Japan, for which the production costs were likewise very high..
Background: As one of the UK’s top four grocery retailers, Morrisons provide fresh products at outstanding value to more than 11 million customers a week at its 430 stores.Marketing is mission-critical for Morrisons to communicate with its shoppers and to drive its unique brand proposition which is value, freshness and service.Above-the-line TV and press advertising campaigns attract shoppers to Morrisons’ stores and its great offers; in-store promotional materials bring campaigns to life in store, aid shopper navigation and drive sales.
The Challenge: A successful campaign demands the co-ordination of multiple teams including Morrisons’ trading and marketing teams together with external creative agencies and printers.Whilst Morrisons’ campaigns had previously been successful in driving market growth, the process was known to be labour-intensive and provided limited management information to support marketing decisions and aid process improvement. There was a desire to increase agility – to produce work in days as a matter of course – with full budgetary and process control… Read more..
Do you shop online? If so, you must have been realizing that not all e-commerce sites are offering the same ‘window shopping’ and ordering experience. Some e-commerce sites are simply better than the rest in handling customization request (choosing the right size, for example,) while some other just offer typical function, like the product images, price tags, and simply put that “Buy Now” button for the customer to click to make a purchase.
In my opinion, customization is the key in ‘luring’ customers into purchasing from your e-commerce site. Why? It’s simple: Customization – can be in the form of “chose between a and b” – removes the unknowns. And in retailing, that means you are one step closer to close the sale…click here to read ahead